Best Examples of Scope of Work for Marketing Consultation Services

Real Examples of Scope of Work for Marketing Consultation Services

Let’s start where most consultants and clients actually need help: seeing real examples of scope of work for marketing consultation services that you can copy, tweak, and drop into a contract.

Below are several project scenarios, each with sample language you might include in a scope of work. The goal isn’t legal perfection; it’s clarity about what you will and will not do.

Example 1: Brand Strategy Audit and Positioning (8‑Week Project)

This example of scope of work for marketing consultation services fits a company that has grown fast but never formalized its brand.

Objective
Develop a differentiated brand positioning and messaging framework to support a national launch in Q4 2025.

Scope of Work
The Consultant will:

• Conduct a brand audit, including review of existing marketing assets (website, sales decks, email campaigns, social channels) and recent performance data from Google Analytics, CRM, and ad platforms.
• Interview up to 8 internal stakeholders (leadership, sales, product) and 6 current customers via video calls.
• Analyze 5–7 direct competitors’ positioning, messaging, and pricing using publicly available data and third‑party tools.
• Deliver a written Brand Strategy Report (20–30 pages) including:
  • Target audience profiles and buying triggers
  • Brand positioning statement and value proposition
  • Messaging pillars and proof points
  • Recommended brand voice and tone guidelines
• Present findings and recommendations in a 60–90 minute virtual workshop with leadership and marketing teams.

Out of Scope
Visual identity design (logos, color palettes, typography), website redesign or development, and copywriting beyond sample messaging in the Brand Strategy Report.

This is one of the best examples of scope of work for marketing consultation services when you need a clear start and end date, and you want to keep strategy separate from execution.

Example 2: 90‑Day Performance Marketing Optimization

This one is for the client who already runs ads but can’t explain why results are flat.

Objective
Improve paid media return on ad spend (ROAS) and reduce cost per acquisition (CPA) across Google Ads and Meta Ads over a 90‑day period.

Scope of Work
The Consultant will:

• Audit existing ad accounts (Google Ads, Meta Ads) and analytics setup to identify tracking gaps and underperforming segments.
• Implement up to 10 tracking fixes or improvements, such as conversion event setup and UTM standardization, in collaboration with the client’s dev or analytics team.
• Redesign account structure for both platforms, including:
  • Campaign and ad group structure
  • Audience segmentation
  • Negative keyword lists and exclusion audiences
• Develop and launch up to 12 new ad creatives (copy and basic image concepts; client or external designer to handle final design assets).
• Run weekly optimization sessions focused on bid strategies, budgets, and audience refinement.
• Provide bi‑weekly performance reports and a final 90‑day summary with recommendations for the next quarter.

Out of Scope
Video production, landing page design or development, and CRM implementation. Consultant will advise on landing page best practices but will not execute design or code changes.

This is a clean example of scope of work for marketing consultation services where the consultant is accountable for strategic direction and optimization, but not for every creative and tech task on the planet.

Example 3: Fractional CMO Retainer for a SaaS Startup

Retainers get messy fast if the SOW is vague. Here’s how to frame an ongoing engagement.

Objective
Provide senior‑level marketing leadership to support revenue growth and prepare for Series B fundraising in 12–18 months.

Scope of Work (Monthly)
The Consultant will:

• Participate in up to 4 standing leadership meetings per month (virtual, up to 60 minutes each).
• Own the overall marketing strategy and quarterly planning, including:
  • Defining quarterly marketing OKRs
  • Prioritizing campaigns and budget allocation across channels
• Supervise and mentor the internal marketing team (up to 4 direct reports), including monthly 1:1s and feedback on key deliverables.
• Review and approve major marketing initiatives, including:
  • New campaign concepts
  • Pricing or packaging changes from a go‑to‑market perspective
  • Launch plans for new features or products
• Provide investor‑facing marketing updates and metrics summaries once per quarter.

Out of Scope
Hands‑on execution such as building email campaigns, writing blog posts, running ad platforms, or managing vendors day‑to‑day. The Consultant serves as strategic leader, not as a full‑time marketing manager.

This is one of the best examples of scope of work for marketing consultation services when you’re selling high‑level leadership, not implementation.

Example 4: Content Marketing Strategy and Editorial Calendar

Content is still king, but only if someone owns the strategy.

Objective
Develop a content marketing strategy and 6‑month editorial calendar to increase organic traffic and inbound leads by 20% year‑over‑year.

Scope of Work
The Consultant will:

• Perform a content audit of existing blog posts, guides, and gated assets.
• Conduct keyword and topic research using current SEO tools and 2024–2025 search trends.
• Map content to the customer journey (awareness, consideration, decision, retention).
• Create a content strategy document outlining:
  • Priority themes and topic clusters
  • Target keywords and search intent
  • Recommended content formats (articles, case studies, webinars, lead magnets)
• Build a 6‑month editorial calendar with:
  • 24–36 content pieces (titles, primary keyword, target persona, funnel stage)
  • Suggested publish dates and distribution channels
• Provide content briefs for up to 8 high‑impact cornerstone pieces.

Out of Scope
Writing full articles, designing assets, publishing content in the CMS, and social media execution. Consultant focuses on strategy, planning, and briefs.

If you’re building a content‑first growth engine, this example of scope of work for marketing consultation services keeps you out of the “can you just write this one post” trap.

Example 5: Marketing Analytics and Attribution Setup

In 2024–2025, privacy changes and third‑party cookie loss mean measurement work shows up in more SOWs. A clear example helps avoid scope creep.

Objective
Implement a marketing analytics and attribution framework that provides reliable lead and revenue reporting across core digital channels.

Scope of Work
The Consultant will:

• Audit current analytics tools (e.g., Google Analytics 4, CRM, marketing automation platform) and data flows.
• Define a measurement plan that aligns with business objectives, using the approach recommended in resources such as Google’s Analytics documentation and similar training.
• Design a standardized event and conversion tracking schema.
• Collaborate with client’s development team to implement up to 15 tracking events.
• Configure dashboards using existing BI tools (e.g., Looker Studio, Power BI) to report on:
  • Traffic and engagement
  • Lead volume and quality
  • Channel‑level performance where data allows
• Train up to 5 internal team members on reading and using the dashboards in a 2‑hour workshop.

Out of Scope
Building custom BI tools, ongoing data engineering, or integrating new third‑party platforms beyond the agreed tech stack.

This is a strong example of scope of work for marketing consultation services focused on analytics, a growing niche as executives demand more accountable marketing.

Example 6: Social Media Strategy and Playbook for a Regulated Industry

If you work with healthcare, finance, or education, guardrails matter. For health‑related clients, you might even reference public guidance from sites like CDC.gov on social media conduct.

Objective
Create a compliant social media strategy and playbook to improve brand visibility and engagement while adhering to industry regulations and internal policies.

Scope of Work
The Consultant will:

• Review existing social media accounts, content, and engagement metrics.
• Analyze competitor and peer activity, including how they address regulatory constraints.
• Collaborate with client’s legal and compliance teams to document approved topics, claims, and disclosure requirements.
• Develop a social media strategy that covers:
  • Platform selection and role
  • Target audiences and key messages
  • Content pillars and posting cadence
• Create a Social Media Playbook that includes:
  • Content examples and templates
  • Escalation and approval workflows
  • Response guidelines for comments and direct messages
• Train the client’s social media team in a 2‑hour virtual workshop.

Out of Scope
Day‑to‑day community management, crisis PR, and paid social media buying.

For consultants in sensitive sectors, this is one of the best examples of scope of work for marketing consultation services because it balances marketing goals with compliance.

Example 7: Go‑to‑Market (GTM) Plan for a New Product Launch

Product launches are high‑risk, high‑visibility projects where scope confusion can get expensive fast.

Objective
Develop a go‑to‑market plan for the Q3 2025 launch of the client’s new product, targeting mid‑market B2B buyers in North America.

Scope of Work
The Consultant will:

• Conduct a market and competitive landscape review using current 2024–2025 industry data from recognized research firms and trade associations.
• Define target segments and buyer personas, including decision‑maker roles and buying committee dynamics.
• Recommend positioning and messaging tailored to each key persona.
• Outline launch phases (pre‑launch, launch, post‑launch) and recommended tactics across:
  • Website and landing pages
  • Email and marketing automation
  • Paid media and retargeting
  • Events and webinars
• Build a GTM plan document that includes:
  • Timeline and milestones
  • Channel mix and budget recommendations
  • Measurement plan and success metrics
• Present the GTM plan to executive stakeholders and incorporate one round of feedback.

Out of Scope
Creative production, sales training, PR outreach, and technical product documentation.

Again, this example of scope of work for marketing consultation services keeps strategy and planning separate from execution, which is where most overruns happen.

Key Sections Every Marketing Consultation SOW Should Cover

Looking across these real examples of scope of work for marketing consultation services, some patterns show up. Strong SOWs almost always include:

Clear objectives. Not “improve marketing” but “increase qualified demo requests by 25% within six months” or “launch a GTM plan by July 15.” Objectives anchor the rest of the document.

Specific deliverables. Reports, workshops, strategy docs, dashboards, playbooks, calendars—each with a format and, ideally, a page count or time estimate.

Timelines and cadence. Project length, milestones, and recurring meetings or reports. This matters even more in 2024–2025 as teams juggle hybrid work, global time zones, and tighter planning cycles.

Roles and responsibilities. Who does what, and who provides what. For example, client provides ad creative assets; consultant provides copy and campaign structure.

Out‑of‑scope items. The most underrated part of any SOW. Explicitly stating what you will not do prevents “just one more thing” from eating your margins.

For consultants working in regulated or technical areas (healthcare, fintech, education), it’s smart to reference relevant external guidance. For example, health marketers might look at NIH’s communication resources or CDC communication tools when framing compliance‑sensitive work.

2024–2025 Trends to Reflect in Your Marketing SOW

If your scope of work still reads like it’s 2018, you’re going to run into mismatched expectations. Today’s examples of scope of work for marketing consultation services increasingly address:

AI and automation. Be explicit about whether you’ll use AI tools for research, drafting, or analysis, and how you’ll handle data privacy and human review. Many clients now ask about this directly.

Privacy and data regulations. With ongoing changes in state privacy laws and global regulations, scopes touching data, tracking, or personalization should specify who is responsible for legal compliance. Consultants typically advise; clients and their counsel approve.

Attribution limits. Between cookie loss and walled gardens, perfect attribution is fantasy. Modern scopes describe realistic measurement approaches—incrementality tests, blended metrics, and modeled conversions—rather than promising exact channel‑by‑channel ROI.

Channel volatility. Ad costs, algorithm changes, and platform shifts (hello, short‑form video) mean SOWs should emphasize learning and iteration, not fixed channel plans carved in stone.

When you write your own SOW, borrow structure from the best examples of scope of work for marketing consultation services, then layer in these current realities so clients know you’re operating in the world as it is now.

FAQ: Examples of Scope of Work for Marketing Consultation Services

How detailed should a scope of work be for marketing consultation?
Detailed enough that a third party could read it and understand what success looks like, what’s being delivered, and what’s off the table. The real examples of scope of work for marketing consultation services above show a good level of specificity without turning into a 50‑page legal document.

Can one scope of work cover both strategy and execution?
Yes, but it’s often cleaner to separate them into phases. For instance, Phase 1: Strategy and Planning (like the brand audit example), Phase 2: Execution and Optimization. Several examples of scope of work for marketing consultation services in this guide show how to keep strategy‑only projects distinct from implementation.

What’s a simple example of scope of work for a small business marketing audit?
A lean example of scope of work for marketing consultation services for a small business might include: review of website and analytics, audit of 2–3 main channels (such as email, search, and social), a written findings report, and a one‑hour review call. No ongoing management, no content creation—just analysis and recommendations.

How often should I update my standard SOW template?
At least once a year, or whenever your service offering changes. As new tools, privacy rules, or channels become part of your work, your SOW should reflect that. Reviewing the best examples of scope of work for marketing consultation services annually can help you spot gaps in your own template.

Do I need a lawyer to review my SOW?
If you’re working on high‑value projects or in regulated industries, it’s wise to have an attorney review your master services agreement and at least one example of your scope of work. They can flag language that might expose you to unnecessary risk, especially around data use, compliance, and performance guarantees.

Use these examples of scope of work for marketing consultation services as a starting point, then adapt the language to your voice, your niche, and your clients. The more specific you are on paper, the smoother your projects—and your cash flow—will be.